As Iloilo steps into a new chapter of growth—welcoming more visitors, investments, and national attention—businesses across sectors are being challenged to rise to new standards. What will set us apart is not just our infrastructure or pricing. It’s how people feel when they interact with our brands.
Experience is now the currency of loyalty. And like any currency, it must be carefully designed. This is the premise of Experience Engineering, a strategic discipline that helps organizations intentionally build how customers encounter their brand—from online platforms to face-to-face service, and everything in between.
Experience Engineering draws from psychology, anthropology, and business systems. It helps us understand what customers truly remember, what frustrates them, and what inspires them to return. More importantly, it aligns internal systems with customer expectations so that service excellence is not a random act, but a consistent standard.
The Business of Being Memorable
Investing in customer experience isn’t just good PR—it’s smart business. Studies show that brands delivering strong, consistent experiences enjoy higher pricing power, repeat patronage, stronger referrals, and more resilient teams.
In Iloilo, where competition is growing and consumer expectations are rising, this gives us a vital edge. But unlike in large urban centers, we don’t need to mimic distant models. We already possess the cultural foundation: pagtatap, the Ilonggo way of caring with depth and dignity; delicadeza, our grace in conduct; and our natural way of making people feel valued.
What we need now is structure—to turn this instinct into strategy.
A Masterclass Rooted in Ilonggo Values
To help Iloilo’s businesses put this into action, the Iloilo Business Club and Cornelius Magnate Engagement and Consulting are presenting the Ilonggo-Branded Experience Engineering Masterclass on August 1, 2025, from 8:00 AM to 4:00 PM, at Aguinaldo Hall, Goldberry Lite Hotel, Rizal Street, Iloilo City Proper.
This intensive, full-day program will introduce business owners, managers, and frontliners to the tools and mindset of Experience Engineering. Participants will explore customer journey mapping, operational alignment, and cultural design thinking—through sector-specific cases and guided activities that translate values into actionable systems.
The goal is not simply to deliver good service, but to create brand experiences that are memorable, repeatable, and rooted in who we are as Ilonggos.
Elevating the Iloilo Brand
For a city that aspires to national and global recognition, experience is our most powerful brand asset. We have always been known for our hospitality. Now is the time to systematize it, elevate it, and deliver it with the consistency that growth demands.
Experience is no longer just the work of receptionists or waiters. It is a leadership function. And the businesses that invest in it now will be the ones that lead the next decade of Iloilo’s success.
To register or inquire about the masterclass, contact the Iloilo Business Club through their official Facebook page.
Let’s make the Ilonggo way of service not just admirable—but unforgettable. By culture. By coKen Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona. mmitment. And now, by design.
Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.
